An evaluation of the image impact of hosting the 2014 Commonwealth Games for the city of Glasgow (Pre-Event Survey)
23 March 2014
Mega-events (MEs), and in particular sport-based mega-events, provide those involved in their development and delivery with the opportunity to modify the image of the host, both domestically and internationally. Glasgow, host of the 2014 Commonwealth Games (CG), is no exception. For example, although image, in the context of MEs, is not always easy to control (e.g. Smith, 2005), issues highlighted in the Glasgow Candidate File (CGCS, 2006), amongst many others, focus on how the CG can be used to enhance the images of Glasgow and Scotland, how the image of the CG can be reinforced and developed by Glasgow hosting it, and how the branding strategy of the 2014 event could facilitate both of these. Thus, the main purpose of this project, informed by a critical realist perspective, and underpinned by social representation theory (Moscovici, 1961), is to evaluate the image impact of hosting the 2014 Commonwealth Games, pre- and post-event, for the city of Glasgow, with this part of the project representing the pre-event assessment. It will seek to determine, compare and present the images generated by the UK population concerning Glasgow as a city, the CG as a mega-event, and the 2014 CG as a one-off event.
Based on previous research conducted around the 2008 and 2012 Olympics (Bodet & Lacassagne, 2012; Kenyon, 2013), UK citizens (18+) will complete an online, mixed-methods questionnaire before the 2014 CG are held. Participants will be required to submit free-association responses to the objects: Glasgow and the 2014 CG. Data gleaned from this questionnaire will be used to construct the image of each of the objects, using only those responses cited by at least 15% of participants. Subsequent analysis will be aimed determining the internal structure of the generated images; that is, the strength of the connections between the terms contained therein. Further data collection is focused on collecting views pertaining to the extent to which participants’ attitudes affect their intention to visit Glasgow during, or after the event has taken place.
The aim, at this stage of the project, is that this research will: inform those involved in the development and delivery CG as to the critical issues influencing the level of UK participation in and engagement with the 2014 CG; and, create the basis for a longitudinal analysis.
